Campaign: We Were the Refugees Once

WPP company:
Y&R Prague


  • 10 - reduced inequalities
  • 16 - peace

In 2015, the migration crisis set off a wave of xenophobia in the Czech Republic. Y&R Prague found and re-told the authentic stories of brave Czechs who risked their lives to escape communism between 1948-1989. The simple message being ‘we were the refugees once.’

Results and Awards:

  • 80% increase in the UNHRC website traffic.
  • 35% increase in volunteering requests.
  • 50% increase in UNHCR’s brand awareness.
  • 1,200% increase in web searches for “Czech refugees”.
  • Cannes Lions 2016: 5 Bronzes.